EA Sports campaign for FIFA 23 balances branding and performance

The OOH campaign with Kinetic capitalises on reach with a programmatic, audience-led approach, whilst including Women’s club football for the first time ever.

EA Sports and Kinetic have launched an out-of-home (OOH) campaign for the FIFA 23 video game, balancing performance and branding techniques, with OOH deemed the most inclusive channel by default reaching 98% of UK adults, according to the companies.

With the men’s World Cup fast approaching and fans still basking in the Lionesses’ victory at the women’s Euros earlier this year, the campaign – in conjunction with mSix&Partners – follows the inclusion of women’s club football for the first time in the game’s history. 

Featuring football stars Kylian Mbappe, Jack Grealish, Sam Kerr and Chloe Kelly, the campaign has been running since late September and is due to finish on 8 November to drive awareness of FIFA 23.

It balances performance and branding by using reach-driving formats like buses, impact-driving formats like large format digital to hero the players using full motion video, creativity through special builds and lenticulars, and programmatic OOH to skew its audience-led approach.

The national bus supersides bear lenticulars that feature male player, Mbappe, morphing into female player, Kerr. The campaign makes use of key digital OOH frame sites such as Waterloo Motion, Outernet, Ocean LFD nationally and UG D12s.

Waterloo Roadside Gallery features builds of Mbappe and Grealish kicking 3D footballs. The campaign also targets football fans and gamers whilst upweighting against key Premier League match days and stadiums using programmatic OOH.

Cheryl Crilley, Business Director at Kinetic said: “Our work plays to all the key strengths of our channel – awareness, fame, creativity, inclusive marketing – whilst blending in a flexible and audience-led approach through programmatic OOH.”